UX Content Strategist

Think Company Website Redesign

Think Company Website Redesign

Challenge

Explore updates to the Think Company website that will help address user questions and surface key information.

Solutions

Worked on two 3-day spikes to explore structure and concepts, and nail down a directional content strategy.

Key User Questions

Product and business teams: What do you do, exactly?

Procurement teams: Do you have the capability I’m looking for?

Potential employees: What’s it like to work here?

Based on user feedback provided by the Think leadership team, our website failed to answer the first two questions. Plus, Think faced an additional content strategy challenge: they lacked a clearly-defined voice and tone.

Exploration

Our first spike was a 3-day exploration around website structure and storytelling. 

Opportunity Audit

We explored the existing Think website for opportunities to address user questions more effectively.

IA Restructure

After mapping and re-mapping flight paths and user flows, we landed on a conceptual IA restructure that balanced high-level exploration with deep diving for additional context.

 
 

Storytelling

Based on conversations with leadership, I created several story concepts to explore potential content directions. I also presented an updated model concept to demonstrate the Think approach to experience design. This model was used as the basis for several content templates.

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Content Strategy

Our second 3-day spike focused on content strategy and modeling.

Voice and tone

Though not the main focus of the project, I created high-level guidelines to help steer content creation.

 

Content modeling & Wireframing

I worked on website strategy and high-level wireframes to give UX designers a sense of site usability and messaging flow, and created directional content structures to make it easier for a copywriter to run with the strategy.

 

Case Study Content

Since the case studies were our most complex content type, I worked with another copywriter to draft a case study for Xfinity Mobile as a model.

As of the time I'm writing this content, the Think redesign is on hold but still in progress.